Mobile Web Survey Design
Peytchev, A. A., & Hill, C. A. (2008, May). Mobile Web Survey Design. Presented at AAPOR 2008, New Orleans, LA.
Self administered surveys can be conducted over mobile web capable devices. The literature is scarce on design of mobile web surveys. Often, methods developed for an established mode of data collection are applied to a new mode. However, many of these methods may be inappropriate for this mode. Mobile web surveys have unique features, such as administration on small screens and keyboards, different navigation, and reaching respondents in various situations, factors that can affect response processes. Experiments are needed to develop methodologies for mobile web surveys.A probability sample was drawn and a household member randomly selected to participate in a mobile web survey panel. Ninety-two participants were provided with a smartphone and asked to complete a short web survey every week. A series of design experiments were launched through the weekly surveys.Experiments address three main objectives. First, we test fundamental findings found robust across other modes, but whose impact may be diminished in mobile web surveys. Second, we test findings from experiments in (computer-administered) web surveys. While much functionality is shared, such as the ability to present images and to control the number of questions per page, both situational and device differences can lead to lack of similarity. Third, experiments were devised that target the unique display, navigation, and input methods. While most findings from other modes uphold, the small screen and keyboard introduce undesirable differences in responses. Attempts to alleviate these effects were tested. Implications for mobile web survey design and directions for future research are discussed.